GOOD MORNING FROM ELITE AGENT

Woof! It’s National Golden Retriever Day, a time to celebrate one of the world’s most beloved dog breeds, and also a great reminder of how pets can actually help sell homes. Once considered a hindrance in real estate, pets have become a marketing superpower, thanks to their emotional pull. Apparently, the use of staging pets has become a growing trend, particularly we have the highest rate of pet ownership in the world with about 28.7 million pets spread across 69% of households.

Today’s read time: 5 minutes, 3 seconds.

New to The Brief? Join us for free 🤝

OPINION

How to have frank conversations with vendors

With the market subdued, prices easing in some areas, and buyers holding firm, many sales campaigns are reaching a stalemate.

Agents must be upfront with vendors about price expectations, even when it’s not what they want to hear. Laing+Simmons CEO and REIA President Leanne Pilkington stresses the importance of fact-based discussions, using data and recent sales to illustrate a property’s real market value.

She emphasises a golden rule: “Show, don’t tell.”

Use data to set expectations

“When it comes to the price-setting discussion with a vendor, show them why their property is actually worth what it currently is,” Leanne says. “Explain, through examples, that what may have been true six months ago is not necessarily true now.” She recommends using comparable sales, third-party data, and market trends to guide vendors towards realistic expectations.

Why overpricing can backfire

Many vendors still insist on testing the market at a higher price. Before agreeing, Leanne advises agents to explain a few hard truths. “Explain that the best buyers typically come through in the first three weeks of any marketing campaign. Explain that pricing too high at this crucial first stage might actually discourage those most likely to buy. It can negatively impact the campaign and the end result.”

Setting clear benchmarks

If vendors remain firm, setting clear benchmarks is key to moving forward: “Then, if the number of buyers or offers don’t meet those benchmarks, your vendor will know that you need to revisit the price conversation. Both sides will be clear on the next steps.” This same approach applies to team conversations, says Leanne. Establishing expectations early makes accountability easier.

ICYMI, last week, we looked at the trends set to shape real estate in 2025

TOGETHER WITH AI POWERED AGENTS & REAL+ EDUCATION

If you’re looking to sharpen your skills with some “ninja-level” AI productivity tips while completing your NSW Class 1 or Class 2 CPD, we’ve partnered once again with Real+ Education to offer an incredible deal.

Get your compulsory CPD modules through Real+ (online) and get your elective CPD through Elite Agent’s Practical Property Prompts - all at a special combined price.

Normally, the online Mandatory CPD modules are $299 and Practical Property Prompts is $199, but you can grab both for just $299. 

That’s your Mandatory and Elective CPD in one bundle! Click here to get started.

SMART SNIPPETS

Melbourne housing market to lead the nation
Despite high interest rates and inflation, Australia's housing market is showing remarkable resilience, with Melbourne set to lead major capitals with 3.5% price growth in 2025. Interestingly, unit prices are expected to outperform houses nationwide, growing by 4.6% as buyers seek more affordable options. The KPMG outlook becomes even better for 2026, with national house prices predicted to surge by 6%.

However, the property market recorded a breather in January
Australia's housing market has recorded a decline to start 2025, with national home prices falling 0.08% in January. Hobart led the decline (-0.46%), followed by Melbourne (-0.30%) and Sydney (-0.21%), while Brisbane bucked the trend with a modest 0.08% rise. Perth remains the nation's hottest market, with values soaring 15.38% over the past year, but it could be topping out with no growth in January. With interest rate cuts expected, experts predict this slowdown might be temporary.

NY $200M Soho bet signals comeback
Blackstone is acquiring a $200 million ($305 AUD) Soho retail portfolio, marking Manhattan’s largest investor-led retail deal since 2021. The four-building package, home to brands like Patagonia and Amiri, reflects growing confidence in the city’s retail market as rents climb and availability tightens.

CELEBRITY HOMES

Napoleon III's former Mayfair hangout hits the market
A piece of Anglo-French history is up for grabs in Mayfair, where a stunning Georgian townhouse that once hosted Emperor Napoleon III during his London exile has been listed for £14.95 million. The 7,511-square-foot mansion, built in 1753, served as the London residence of British Foreign Secretary James Harris and maintains its historic grandeur while offering modern luxuries across its five floors.

MOVERS + SHAKERS

Darren Pearce takes a key role at First National
The industry veteran with 30 years experience joins First National as Membership Director bringing REIV board expertise to Australia's largest independent network. More here.

Success doesn’t rest on weekends! 
Get the latest on top agent and agency moves every Sunday with our weekly roundup in Movers & Shakers. Subscribe now.

SOUND WAVES

Psst, get your clients to listen up. ‘How One Aussie dad Made $2M’

If this doesn’t excite your clients to buy, nothing will. Former FIFO worker Graham Whitfield turned property flipping into a $2 million equity gain in just four years, targeting hoarder houses, drug dens, and deceased estates. His formula? Fast 60-90 day flips, a repeatable $60K-$90K reno process, and reverse-engineered numbers to guarantee profit.

Dive straight into the listen below or the deeper dive here.

Read the article from realestate.com.au here

AGENTS ON SOCIAL

Nothing makes a buyer fall head over heels for a house like hearing “another buyer is interested.” Five minutes ago? Just a nice place. Now? “I was DESTINED to live here, and I will outbid my own shadow if necessary.” Agents, we’ve seen it a hundred times - and let’s be honest, we love watching the magic unfold. 💝 🤷🏻‍♀️

Seen an Agent On Social we should include? Let us know here (email link)

Wishing you a productive day

Elite Agent is crewed by Mark Edwards, Catherine Nikas-Boulos, Rowan Crosby, Charmagne Arrubio and Samantha McLean. We aim to uplift the real estate industry by delivering forward-thinking, hype-free news and education that fosters knowledge and fuels ambition.

Stories marked with * are sponsored, including 'Together With' and the weekday 'Movers & Shakers' sections. Interested in promoting your brand to Elite Agent’s audience? Learn more at eliteagent.com/advertise.

Was this email forwarded to you? Sign up here.